PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUASAN KONSUMEN DENGAN BRAND IMAGE SEBAGAI VARIABEL MODERATING PADA TOKO SINAR BINTANG PHOTO PEMATANGSIANTAR

mplementation of customer satisfaction should be supported by several complementary elements in order to meet
their own satisfaction criteria. To fulfill the satisfaction element, we need consistency in service quality and price
given to consumers. The purpose of this study was to determine the description and influence of service quality
and price on customer satisfaction, to find out the description and influence of service quality and price on
customer satisfaction moderated by brand image. This research uses the design of library and field research. The
type of data used is qualitative and quantitative data sourced from primary and secondary data. The results of
this study indicate that service quality is good, prices are good, brand image is good, customer satisfaction is
satisfied. The results of multiple linear regression analysis Ŷ = 11.460 + 0.485 X1 + 0.165 X2, meaning that
there is a positive influence between service quality and price on consumer satisfaction at the Sinar Bintang
Photo Pematangsiantar Shop. The results of the regression analysis using the absolute difference method, Ŷ =
40.465 + 2,324 X1 + 1,408 X2 + 1,510X3 + 1,679 [X1-X3] + 1,204 [X2-X3] means that brand image is able to
strengthen the relationship of service quality and prices to customer satisfaction. Hypothesis H0 is rejected,
meaning that service quality and price have a positive and significant effect on consumer satisfaction at Sinar
Bintang Photo Pematangsiantar Shop. Furthermore, brand image is able to moderate the relationship of service
quality and price to customer satisfaction significantly.